When GFX began an internal program to promote employee expertise in the retail graphics field, they came to us to create a sub-brand that could be the rallying point and symbol of achievement. The result is a lighthearted and positive logo that symbolizes the glory and uplifting sensation of being excellent. This internal-facing identity helped unite employees in their desire to become the best they could be and connected them to the central mantra of constant improvement so dear to GFX's brand.